Recommended series: Zero sensitivity series 

Founded in 2012, NEIWAI is affiliated to Shanghai Ruixiu E-commerce Co., Ltd., and the founder is Liu Xiaolu. It adopts the business model of "online and offline with the same price, the same experience", and has opened dozens of offline experience stores in Beijing, Shanghai, Shenzhen, Guangzhou, Nanjing, Wuhan, Chengdu and other cities, as well as a Tmall flagship store, with rich purchase channels. In addition to word-of-mouth communication, NEIWAI also uses immersive art exhibitions and collaborations with emerging directors to promote its brand values.

NEIWAI advocates women's "self-pursuit" and "self-pleasing" both inside and outside, and its products include women's underwear, sports and casual clothing, home wear and home fragrances, etc., focusing on body-related products and experiences. Its bra category is dominated by underwireless underwear, in addition to nursing bras, sports bras and other functional bras.

Its bra series are carefully categorized, such as Zero Sensitivity Series, Zero Sense Series, Melodie Stylish Series, Studio Silk Series, etc., which are generally subdivided by the fabric or design used. Among them, the zero sensitive series has the highest sales. It is made of long-staple cotton and TENCEL modal, and is a style without underwires and chest pads, which fits the small breasts. This series of bras has a wide range of single color options, including black, white, skin tone and other versatile colors, as well as light blue, nude pink, burgundy and other low-saturation tones to meet the needs of different consumers.

Most of the bras inside and outside NEIWAI use one-piece thin mold cups to reduce chest restraint. At the same time, the old hard steel rim is improved, and the breasts are supported by an imitation steel rim design to provide a more comfortable wearing experience, and the auxiliary breasts are tightened to prevent sagging.